Online fashion boutique Farfetch has today unveiled its first global Christmas campaign, created by Yomego, in the form of an app based around the concept of ‘pass the parcel’.
The parcel is wrapped in paper created by four established creatives from the worlds of art and design, and will sit on the website and Facebook page for Farfetch; with fans given the chance to ‘unwrap’ the parcel for a chance to win a daily prize.
The design will change every week for the four weeks in the run up to Christmas, and each print will also be promoted across Farfetch’s website and social channels.
Steve Richards, MD at Yomego, added: “Farfetch is a strong online business with a global reach and this campaign is a great reflection of the creativity at its heart. The app is a great fun campaign for the festive season that avoids the usual clichés and will really resonate with Farfetch.com’s 200,000 Facebook fans and site visitors. The live feed of players depicted onto the world map will be a great way to show the spread of the app across the globe.”
The spread of the game each day will be tracked across Facebook and Twitter using a map, which features as part of the app. Players that ‘pass the parcel’ will collect individual prize draw entries for each share, with each entry counting towards a chance to win a prize of £3,000.
Rachel Waller, digital marketing manager at Farfetch, said: “Through our network of boutiques around the world we support independent retailers by bringing them to a global online platform. We wanted to celebrate talent from the creative fields and decided to translate this partnership into our Christmas campaign.
“Through working with these four creatives to develop the illustrations and the app, we are able to showcase the partnership both on and offline and communicate our unique business proposition, For Christmas 2012 it’s about showcasing great design in a unique and innovative way.”